Meitu has now added over 20 augmented reality filters to the app, which already was able to do smart retouches to photos and videos. The apps currently features also include a suite of selfie-editing tools, Artificial Intelligence (AI) auto-beautification, virtual makeup, "Magic Brush," and "AnimeCam," which is AR-powered.

The new AR filters are applied to the user's face and surrounding area in real time, as a photo, video, selfie, or with a friend. The filter choice includes stormy clouds, devil horns, and floating deserts for all your selfie needs.

Meitu apps boast 450 million monthly active users worldwide and the company has had extensive success on the market since it launched in 2008. Alongside BeautyPlus, its digital products include MeituPic, Meipai, SelfieCity, BeautyCam, Airbrush, and MakeupPlus.

Last year, the Managing Director of Meitu's global operations Frank Fu vowed that Meitu would continue to evolve and that its success was "just the beginning." He hinted that the next chapter would involve facial recognition and virtual try-on.

Augmented Reality is arguably one of the most exciting things to happen to photo and video in years... BeautyPlus puts this amazing technology into the palm of every consumers' hands, giving them a fun collection of AR looks to uniquely express themselves and capture their individuality through photo and video.

BeautyPlus isn't the first or the only app to incorporate AR effects and filters. The popular makeup brand Sephora recently added several AR features to sell products, including 'Expert Looks' which allows users to experiment with on-trend looks, and 'Virtual Tutorials' which made its debut last year demonstrates how to contour and highlight like a professional.

All of these filters and effects truly stem from Snapchat, which was the first big social site to employ AR for facial filters and effects to manipulate the user's appearance. Facebook has also been rolling out similar video features and effects in all of their apps, including the main Facebook app, Messenger, WhatsApp and Instagram.

If you want to enhance your natural beauty with BeautyPlus, download it for iOS or Android and let the selfie fun commence.